“The first phase of the partnership has just completed in the eastern region of India where up to 1 lakh outlets of Parle Products have been roped in by Manpasand Beverages,” said Dhirendra Singh, Chairman and Managing Director of Manpasand Beverages.

“The response has been tremendous and has encouraged us to take up the phase two of this project in western markets of India.”

The Western India tie-up will start with Gujarat.

“Our core strength has been our strong distribution networks in the rural and semi-urban markets of India,” Singh added.

“To deepen this, we formed an alliance with Parle Products as they have a strong distribution network across the country and also have a diversified product portfolio that caters to all types of consumers.

“As both the companies are known for their dominance in small and value packs, this tie-up will create a formidable synergy in the food and beverages segment of India.”